R U OK? has partnered with AKQA Media to develop and launch the 2021 R U OK? Day campaign.
This year’s campaign theme is “Are they really OK? Ask them today.”
This is a timely message that seeks to encourage Aussies to stay connected to those close to them, checking in earnestly and often to provide support in what has been a challenging period for everyone.
The campaign, which consists of two 30 second TVCs, was produced by The Makers and voiced by R U OK? ambassadors Casey Donovan and Rob Mills.
It also features R U OK? community ambassadors Ming Johanson and Lachlan McTackett who highlight the importance of being there for each other every day.
Commenting on the campaign, Rob Mills, R U OK? ambassador said, “we are continuing to break down the stigma, which is why campaigns like this are so important.”
“I am really happy with the end result as both pieces feel like a genuine conversation. Real people, real stories of those who have done it tough, needed a chat and had a mate come in and ask the question.”
“We’ve always been struck by the power and simplicity of the “R U OK?” question. When speaking to people on the ground and hearing their stories, it came home that it’s a behaviour that really should be weaved into the daily fabric of our relationships. Working with inspirational R U OK? Community Ambassadors like Ming and Lachlan to tell that story was both a privilege and a delight,” said Maya Mausli, strategy partner, AKQA Media.
“We absolutely loved working with R U OK? and AKQA Media on this heartfelt piece. While the current restrictions presented some production challenges, we feel it’s more important than ever to hero those stories of authentic care for one another,” said Maren Smith, head of production, The Makers.
The campaign was officially launched on The Project last night and will be supported by activity across TV, Radio, Digital, Social and OOH.
CREDITS
Client: R U OK?
Creative: AKQA Media
Executive Creative & Strategy Director: Yash Murthy
Strategy Partner: Maya Mausli
Senior Social Manager: Lauren Mathieson
Social & Motion Creative: Sarah Sweeney
Group Account Director: Manuella Perche Production
Production Company: The Makers
Director: Jake Ward
Senior Producer: Lucy Whirledge
Head of Production: Maren Smith
Editor: Oliver Trauth-Goik
Sound Design & Mix: Matt Perrott
Mighty Sound Grade: Alina Bermingham
DOP, Newcastle: Jake Ward
Production Facilitation, Perth: Sandbox Productions
Producer, Perth: Jenny Crabb
DOP, Perth: Ross Metcalf
